Enhancing Customer Experience - PDF

ENHANCING CUSTOMER
EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1 Explain the needs and expectations of market segments for the service industry..................1
P 1 Explaining the value and importance of understanding the needs, wants and preferences of
target customer groups for Imperial Hotel..................................................................................1
P 2 Exploring the different factors that drive and influence customer engagement of different
target customer group..................................................................................................................3
LO 2 Explore the customer experience map to create business opportunities and optimise
customer touch points......................................................................................................................4
P 3 Mapping customer journey for Hotel Imperial.....................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Every organisation use their strategies, develop the products and services, give unique
facilities, purpose of all the actions result in customer satisfaction and experience (Cross and et.
al., 2015). Customer experience is important for all the business as well as mapping the customer
experience is also essential to meet the consumer needs. This research report analysing customer
experience of Imperial Hotel and explaining value and importance of understanding needs, wants
and preferences of target customer group. The study will explain the importance of market
segmentation for target the market. Report will map customer journey in Imperial Hotel and will
give a brief that how customer can be profiled in the hotel. And will evaluate drivers of customer
engagement by various services of Hotel Imperial.
LO 1
P 1 Explaining the value and importance of understanding the needs, wants and preferences of
target customer groups for Imperial Hotel
Explaining why the Hotel Imperial carries out market segmentation and customer profiling
activities to determine its ‘target market’.
Market segmentation is a process of dividing the market of potential customer on the
basis of certain characteristics into several groups and segments. Each market segment is
different and unique and marketers use different criteria to create a target market for their
services and products (Customer Segmentation And Customer Profiling, 2018). Customer
profiling and segmentation help the Hotel to know about its consumer better and then break them
into particular groups that share specific characteristics.
To determining target market it is essential for the hotel to identify its potential customer
by market segment: Target market based on demographic segmentation- This segmentation include
consumer's age, gender, income level, single or family status, occupation, ethnic
background. Target market based on Psycho-graphic segmentation- This segmentation include
personality, attitude, values, lifestyle, behaviour and interest of customer.
1